Executive Summary

The fast food restaurants are now in the growing pace as it is convenience and suits

the lifestyle of Malaysia’s citizens who are now having a more hectic and busy lifestyle. Fast

food outlets in Malaysia provide a wide range of products and also delivery services that suits

the preferences of various consumers. Fast food restaurants in Malaysia heavily promote

themselves through media such as television, internet, newspaper and also brochures and

pamphlets. Moreover, with the Malaysian population becoming more urban and affluent,

along with media influence and foreign exposure which has resulted in growing taste for

western food, fast food outlets in Malaysia such as Pizza Hut has a great future prospective.

The purposed of this report is to analyze buyer behavior of consumer in fast food

industry. Marketers need to recognize that internal and external aspect of buyer behavior will

influence consumer’s buying decision making in fast food industry. Thus, marketers can use

various component of buyer behavior to segment their target market in order to cater their

needs and preferences with different marketing mix strategy.

Furthermore, Market segmentation is also being outlined in this report. For fast food

industry, segment such as demography, psychographics, sociocultural and benefit

segmentation will be targeted. Moreover, in order to success in the market, Pizza Hut should

understand and provide greater consumer satisfaction than its competitors. In this case, the

main competitor of Pizza Hut in Malaysia is McDonald’s. Finally, future recommendation on

the improvement of the marketing activities of Pizza is also provided.

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1.0 INTRODUCTION

Since 1990, foot wear industry in Indonesia had experienced a significant growth.

'000 Rp per capita 1990 1995 2000 2003 2004 2005Clothing 28.5 63.8 177 275 305 337

– Clothing materials 0.9 1.9 4.8 7.7 8.7 9.6

– Garments 21.7 48.1 135 212 235 259

– Other clothing 2.4 5.9 13.3 20.1 22.2 24

– Clothing cleaning, repair and hire 3.6 7.8 22.9 35.7 39.9 44.2

Footwear 7 15.6 40.8 58.7 64.5 70.7

TOTAL 35.4 79.4 217 334 370 408Source: National Statistical Office, OECD, Eurostat, Euromonitor International

Table 1 Expenditure on Clothing and Footwear from 1990-2005

This indicates that there is a good market opportunities for footwear company such as,

Nike, Adidas, Converse, Puma etc.

Adidas; one of the biggest company in this industry will be the focus on this report.

Founded in 1949, Adidas brand name was originated from two of its founder, “Adi” from

Adolf and “Das” from Dassler (Adidas, 2008). Adidas strive to be the global leader in the

sporting goods industry with sports brands built on a passion for competition and a sporting

lifestyle (Adidas, 2008). One of its missions in sportswear industry is to help all athletes in

accomplishing their own impossible by equipping them with Adidas’ products (Adidas,

2008). With its slogan of” impossible is nothing”, Adidas has become one of the most popular

footwear in Indonesia customer’s mindset. In this case, the main competitor is Nike who is

dominating the market shares in this industry. In its sports division, there are two distinct

major segment; sports performance and sports style. In other words, other than focusing on

the quality and the endurance of the shoes, Adidas is also focusing on fashion. In positioning

these two types of products, Adidas used two different logos as shown in figure 1 below.

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SPORT PERFOMANCE SPORT STYLE

Figure 1: Two Different Logos Used by Adidas (Adidas, 2008)

Adidas has more than 31,000 employees who are working in 150 places in more than

55 countries. Other than that, innovation was believed to be Adidas main strength in their

positioning strategy. Adidas product uniqueness also becomes the foundation of their pricing

strategy.

Nevertheless, Adidas is not the only company that is specializing in foot wear.

Therefore, the existence of competitors such Nike and Converse must be taken into

consideration. There is an intense competition between these companies, especially between

Nike and Adidas. Thus, in order to survive, Adidas needs to constantly maintain and increase

its sales and market share.

Adidas realizes the importance that customer satisfaction brings to the success of the

business. Thus, Adidas fully utilizes the relevance of marketing and technology for its

success. In marketing its products, especially the shoes, it is vital for Adidas to have attractive

advertisements which will create a good perception in consumer’s mindset to build a good

attitude towards Adidas.

Furthermore, Adidas also integrates the technology advanced in its marketing strategy

to improve customer satisfaction. It provides an official website that includes the marketing

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and technology views with providing a full menu and background information on the

company itself. This website does a supreme job of advertising the new and existing products.

Finally, with the Indonesia population becoming more urban and affluent, along with

media influence and foreign exposure which have resulted in growing purchasing for high

price high quality running shoes. This has benefited Adidas.

2.0 SEGMENTING THE MARKET

Since there are a lot of buyers with different needs and wants in the market, it is nearly

impossible for Adidas to satisfy all of their needs with only one kind of shoe. Adidas could

divide this market into smaller segments based on a certain criteria and select the most

appropriate segment for Adidas to target. Well developed segmentation allows organizations

to avoid head-on competition in the marketplace by differentiating their offerings, not just on

the basis of price, but also through styling, packaging, promotional appeals, method of

distribution and superior services (Schiffman et al., 2008). For the footwear industry, it is

most likely that the market segmentation would be based on demographic, psychographic,

geographic, psychological, sociocultural and benefit sought.

2.1 Income

Income segmentation had been used by marketers for a long time for products such as

shoes, cosmetics and clothing (Kotler et al., 2007). It is particularly important for the

marketers in the footwear industry to use income as one of their segmentation criterion as

income will determine the capability of a consumer to purchase a particular product. Adidas

provided numerous kinds of shoes with different price to target consumer with different

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income level. Moreover, this market segment was closely linked with education and

occupation. Consumer with low education level is rarely qualified for a good occupation and

as a result their income is usually low. In other words, occupation and education can also be

classified as a variable that can be used in order to segment the market. For instance, people

who work as a manager will have a different income with a carpenter and thus there will be a

significant difference in their shoes preferences. In addition, by combining these there

segmentation variables, the social class of the consumers can be measured (Schiffman et al.,

2008).

Nevertheless, income based segmentation does not necessarily indicates the actual

choice of the consumers for a product (Schiffman et al., 2008).

2.3 Age

Other than Income, Age is also an important demographic segment. According to ???

2.3 Activities

The consumer’s activities determine how the consumer spends their time and can also

be used to determine their usage rate of a certain product. For instance, a secondary student

who join athletic club will use the shoe more often than another student who are joining

swimming club. This segmentation variable is also related to occupation and education. In

Indonesia, students can wear any kind of shoes they like as long as it is black color. Hence,

some students who are more stylish will choose Adidas’ shoes rather than other brands.

Adidas also has several outlets in shopping malls. The purpose of these outlets was to

attract the consumers who like to visit shopping malls in their leisure time.

2.2.2 Interests

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The consumer’s interest is determined the consumer’s priorities and preferences such

as their eating habits. Many people enjoy pizzas, though same in a way it can be varied by

choosing the different available toppings and crust types. Some people even would like the

other variety of offerings such as the side platters which consist of a variety of bread types

and fries, soups and salads, etc. In this case, fast food restaurants targeting consumers

segment with different interest by diversified the variety in their menu choices. For example,

Nandos has a menu where consumers can choose different portion of chicken (quarter, half or

whole chicken) and two sidelines according to their favorites. Pizza hut on the other hand, has

different flavor of pizza, different content (beef, chicken and seafood) and crust types to cater

to the consumers’ priorities and preference in their eating habits.

2.3 Social Class

The upper class consumers also prefer more privileges and luxuries as money is not a

matter to them. Therefore, upper class favors eating out. Middle class and lower class also

tend to eat out but just not as often as they have the need to budget. Though regardless of this

factor, circumstances play a major role and certain members of these classes who do not know

how to cook or do not have the time will still rely on eating out though not as luxury but as

necessity.

2.4 Benefit Segment

Benefit segmentation requires finding the major benefits people look for in the

product class, the kinds of people who look for each benefit and the brands that deliver each

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benefit (Schiffman et al., 2005). With fast food restaurant, family can decide on impulse to go

out and eat, and each family can select their own food. Thus, the food preparer does not have

to plan meals for the whole family (Darian and Cohen, 1995). Fast food restaurant are

superior in providing this benefit especially to the very time-poor consumers that searching

for this kind of benefit in selecting their food choices.

In order to understand consumers’ different perceptions and preferences of fast food outlets, it

is important to understand their buyer behaviour. Understanding buyer behaviors and how

they differ among consumers is very important for fast food industry to develop their

marketing strategies (Kara, Kaynak and Kucukemiroglu, 1997). Here, some aspects of buyer

behaviour which are vital in developing marketing strategy or making marketing decisions for

fast food outlet will be outlined.

Target Market Profile

Table 1: Target market profile

Target Market ProfileAge: 15-25 (Generation y)Gender: male and femaleIncome: Moderate to highoccupation: students and young independentsocial class: middle to upper classrisk perception: low riskneeds-motivation: sports and independent imagesbrand loyalty: Strong

3.0 ANALYSIS OF BUYING BEHAVIOUR

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After determining the target market, Adidas needs to understand the characteristics of

the customer’s in that target market.

3.1 Needs & Motivations

Identifying and Satisfying unfulfilled consumer needs is one of most important factors

to ensure a company’s survival, and growth in a highly competitive marketing environment

(Schiffman et al., 2008). Thus, Adidas must understand its consumers’ needs and wants.

Marketers in foot wear industry need to aware not only to the innate (primary) needs of

consumers but more importantly consumers’ acquired needs which are needs that consumers

learn in response to culture and environment, for example, changing in consumers’ lifestyle.

Consumers’ needs can further become a motive when it is aroused to a sufficient level of

intensity (Schiffman et al., 2008). The later part analyses varieties of motives and needs that

have been found in fast food consumers.

3.1.1 Demand for durable shoes

3.1.2 Urban lifestyle and higher demand for fast food outlets

Research also found that Malaysia is experiencing a rapid urbanization lifestyle

(PricewaterhouseCoopers, 2004/2005). As the result, Malaysians are becoming more

westernized and cosmopolitan. Many Malaysians especially the younger generation patronize

fast food outlets (Muthaly, Ratnatunga and Schroder, 1999). Malaysian who lives in urban

areas have used to shop and dine-out in large shopping malls (The Economist Intelligence

Unit, 2005). Consequently, Western food chains like McDonald’s, KFC, Burger king, Pizza

Hut, etc are located strategically in large shopping mall all over Malaysia. Local franchised

chains such as Marry brown, Sugar Bun and Dave’s Deli, which offer similar menus as the

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KFC and McDonald’s outlets are also expanding rapidly. Competition among these quick

service restaurants (QSRs) is intensive. In addition, it is expected that the fast food sector will

experience the fastest growth of between 20% to 30% per annum. Full service restaurants will

see good growth of between 10% and 30% over the next three years. (USDA, 2005). To cater

to this growing demand for convenience of eating out, pizza hut will open five more outlets

soon (QSR Brands Bhd, 2005).

3.1.4 Novelties to children

In addition, research proved that factors such as easy taste and appeal to children

influence parents’ buying behaviour (Kara, Kaynak and Kucukemiroglu, 1997). As the

response to this, Pizza hut provides kids meals (Pizza Hut, 2006) and McDonald’s has come

out with its kids club (McDonalds, 2006).

3.2 Personality and self

Personality traits are increasingly being studied in the context of the wide variety of

consumer behaviour activities, from product purchases to shopping behavioral environment

(Schiffman et al., 2005). Marketers can apply consumers’ personality in designing its

promotion and advertising. For example, Neo-Freudian personality theory directs marketers’

attention to the social character of consumption. Many promotional campaigns by fast food

outlets emphasize social relationships and human interaction (Hanna & Wozniak, 2001). For

instance, sitting arrangement in Pizza Hut Malaysia offers a warm and friendly ambience to

relax and have a great time with family or friends (Pizza Hut, 2006). Furthermore, Marketers

can enhance consumer attitudes towards a brand by massaging the ego and stimulating

positive feelings about the self which is commonly refers to as self-esteem advertising

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(Durgee, 1986 cited in Hanna & Wozniak, 2001). One of the examples is the McDonalds

advertising campaigns, “You deserve a break today” (McDonald’s, 2001).

3.3 Perception

Perception is being defined as the process by which an individual receives, select, and

interprets stimuli to form a meaningful and coherent picture of the world (Schiffman et al.,

2005). Consumer perceptions are vital to marketers and often underlie the success and failure

of products in the marketplace (Hanna & Wozniak, 2001). Fast food meals such as Pizza Hut,

McDonald’s and KFC tend to be perceived by customers as convenient but unhealthy. As the

response to this, a number of fast food companies have reviewed the fat and sugar contents of

their product ranges and reconsidered the size of portions they offer. New “healthy options”

(e.g. salad) can now be purchased from fast food outlets such as Pizza Hut and KFC.

3.4 Communication and Persuasion

Communication plays an important role to alter people attitude toward their choices in

selecting food restaurant. There is no other way to persuade and attract customer rather than

effectively communicate with them using the right channel. Effective communication occurs

when the receiver successfully imparts and understands the intended message that has been

transferred (Robbins, Bergman, Stagg & Coulter, 2003).

Fast food restaurants use publicity in print media such as newspaper and magazine, as

well as television commercial as their communication strategy to inform potential customer

about their up-dated service and special offer, such as value package meal. Moreover,

nowadays almost all fast food industry have utilized their website to give much more detailed

information related to the menu provided, price, promotions, loyalty program and even

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delivery services. These communication efforts are also done in order to provide consumers

with convenience in getting the information they want and placing their order.

3.5 Learning, Memory and Involvement

Learning is the process by which individuals acquire the purchase and consumption

knowledge and experience they apply to future related behaviour (Schiffman et al., 2005).

Many marketing strategies and tactics are in fact consistent with learning theory (Peter and

Olson, 1999). Take operant conditioning learning as an example, many marketing tactics of

fast food restaurants nowadays involve giving out rewards after purchase to increase its

probability in the future. For example, Domino Pizza gives out reward coupon for every

purchasing made (Dominos, 2006). Another example is the loyalty program by Pizza Hut

which offers its customers who use Maybank Visa and MasterCard to have their rewards

point stored in the smart chip of their cards (QSR Brands Bhd, 2005). In addition, Pizza Hut

also focuses on the memory process of its customers breaking down its delivery number in

such way that customers can easily memorize it. Other fast food outlets such as McDonalds

try to enhance customers’ memory and involvement of its brand by associating its product

with its popular advertising campaign “I’m loving it” (McDonalds, 2006). Last but not least,

Pizza Hut is aware of the importance of customers’ level of involvement and tries to increase

it by conducting online contests (Pizza Hut, 2006).

3.6 Attitude

Attitude is being defined as the way consumers think and feel about and act towards

some aspect of the product, company, services or brands (Neal, Quester and Hawkins, 1999).

Usually, attitudes are constant with behaviors, in this case; the consumer’s purchase behavior

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toward specific incentive (Schiffman et al., 2005). Different people have different attitude

towards the offering in fast food restaurants. One group of people tends to think that time is

an important component in selecting the place for dinner while another group only care on the

quality of the food provided. Moreover consumers are also having a negative attitude towards

fast food restaurants as it is perceived to be unhealthy. Hence, it is the marketer job to induce

people with these attitudes towards its product and service using advertising campaign and

special offers. As illustration, the marketers in fast food outlets such as Pizza Hut has long

induce the attitude change towards fast food by providing healthier menu such as salad and

also emphasize on the time guarantee.

3.7 Social Class

Social class is the hierarchical categorization of people into distinct status classes

(Schiffman, et. al., 2005). In regards to income, there are three major type of social classes;

lower, middle and upper social class. Income directly affects people consumption behavior

(Peter and Olson, 1999). Clearly, what motivate people in upper classes differ from what

motivate people in middle and lower social class. In this case, as fast food outlets such as

Pizza Hut, KFC and McDonalds targets all customers from those three different social class,

they need to be careful in designing an appropriate marketing mixes (e.g. pricing strategy)

which suite all the social class. For example, McDonalds comes out with value meal to attract

students and lower social class and Pizza Hut, on the other hand, guarantee its quality to

attract the upper income class customers.

3.8 Reference group and family

Reference groups are any sets of people that provide individuals with a standpoint or

perspective for evaluating or patterning their own beliefs, values, attitudes, goals or behavior.

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As reference groups influence buyer behaviors, businesses need to take into consideration the

reference group and family in designing its marketing strategy (Hanna and Wozniak, 2001).

Study done by Marquis (2004) proved that children have a significant role on parents’ buyer

behaviour. Hence, fast food outlet such as McDonalds design kids meal with attractive gift

and provides mini playground in order to attract the kids and influence their parents decision

making in selecting fast food outlet.

Beside family, social group and peer influence is considered as another significant

reference group since it can be a major influence on buyers’ behaviour. Here, in order to

generate a positive social and peer influences, marketers need to be careful of ethical and

social issue. In terms of fast food outlet, animal welfare and environmental protection are key

issues (Harper and Makatouni, 2002). As the response to this, the CSR section of McDonald’s

web site highlight on the animal welfare, environmental protection and the company focusing

on doing the right things for local communities. In addition, McDonald’s tries to associate

itself as a charitable business organization by supporting children’s charities (Jones, Hillier,

Shears, Clarke-Hill, 2002). In a similar way, KFC Malaysia has recently donated hospital

playground and treated 100 orphans to movie (QSR Brands Bhd, 2005).

3.9 Culture and Subculture

Culture can be defined as a result of learned beliefs, values, and norm, lean to

standardize and control people behavior and action of part of a specific civilization which

exist to convince people’s needs. General or sometimes even more specific rules and guidance

about when to eat, where to eat, and what to eat are numbers of examples of the existence of

culture (Schiffman et al., 2005). Foreign fast food Company (e.g. Pizza Hut, KFC,

McDonalds) need to be aware and adaptive to local needs, tastes, culture and eating habits

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(Lee and Ulgado, 1997). For example, every single food served in Pizza Hut is halal. This is

done due to the consideration of Malaysia being a Muslim country. Moreover, Asian culture

consider eating, especially at a restaurant, as more of a social, family-related, or entertaining

experience, even if it involves part of a busy day (Copeland and Griggs, 1985 cited in Lee and

Ulgado, 1997). Catering to this culture, Pizza Hut outlet is designing in such way that it

provides seat and package for family gathering (Pizza Hut, 2006). TV commercials of

McDonald’s on the other hand emphasize on great time having McDonald’s with friends and

family. Additionally, the menu in fast food restaurant also set to target consumers with

different culture and ethnic background. For example, Pizza Hut Malaysia has Royal Masala

pizza which provides authentic Indian treat (Pizza Hut, 2006) while McDonald’s Malaysia in

2002 introduced its localized menu offering such as Ayam Goreng McD, Bubur Ayam McD

and Nasi Ayam McD (McDonalds, 2006).

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4.0 RECOMMENDATION

There are some recommendations that can be proposed by Adidas in order to increase

its market share. Firstly, Adidas can target new market segments, which is kids markets. This

is because this market is growing rapidly now and thus there will be a lot of potential

consumer for Adidas to target. In addition, there is only Nike with its Nike Kids in this

market. This means that Nike will be the sole competitor. Thus, by also targeting this market

segment, Nike will lose some of its current and potential customers and Adidas will in turn

have more customers. This is because consumer who has low income will most probably

choose Adidas due to its lower price. As a result, Adidas’ market share in the industry will

increase and Nike’s share will decrease.

Other than that, since Adidas had acquired Reebok in 2006, it can fully utilize the

benefit of this acquisition to manufacture new shoes. This new shoes should be designed in

such a way so that it is distinct from any other Adidas shoes. For instance, Adidas can

produce a shoe which has both Adidas and Reebok logos on it. This new shoe will attract new

customers as it is very unique and it has both logos from two leading company in the industry.

Besides, other than attracting Adidas’ current consumers, it can also attract Reebok loyal

consumers.

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6.0 CONCLUSION

Fast food industry in Malaysia is trying to build and sustain new competitive

advantages by being more oriented towards their consumers’ needs and delivering superior

value to them. To understand their customer, its marketers have to analyze internal and

external factors that affect buyer behaviors.

Delivering and providing greater consumers satisfaction can be done through superior

customer service, together with providing the highest-quality product available in the pizza

industry. In its operating, fast food restaurants should realize further the importance that

customer satisfaction brings to the success of the business. Employees in fast food industry

should be encouraged to be “Customer Maniacs” in the sense that they are satisfying a

customer’s wants and needs at any cost.

In marketing its product, it is important for fast food indsutryto have good and

attractive advertisements which are accurate in accordance to what the menu it provides. Fast

food restaurants can promote its delivery services by mode of television commercials,

billboards, radio announcements and also sponsoring events where its will be acknowledged.

Last but not least, fast food industry must take into consideration the distinct needs of

different target segments, and segmenting the market in order to find the right target market

that they can serve best. By segmenting consumers in to different groups, marketers can offer

different type of marketing mix and service to suit different target market.

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(Word Count: 4318 Words)

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